오프라인-온라인 멀티채널 쇼핑상황에서의 신뢰전이와지속구매의도에 관한 연구 : 뉴로티시즘 조절효과 분석

Abstract

Recent trends in online commerce shows that multi-channels including offline and online become prevailing as a standard type of channel. However, literature survey revealed that there exist few studies about how an individual negative emotion such as neuroticism affects trust transfer between channels, and usage continuance intention. To fill the research void like this, this study proposes an research model where trust transfer between offline and online channels is included, and neuroticism is also adopted as a moderating variable between trust transfer, satisfaction, and usage continuance intention. Empirical results with valid 406 questionnaires revealed that neuroticism has a negative influence on online commerce users' perceived usage continuance intention.